Our Approach
"When a brand's promise intersects with a cultural trend, with a universal truth or movement in the world...something powerful happens. We call this 'The big ideaL™.
Shelly Lazarus, Chairman Ogilvy Worldwide.
At Ogilvy we use a proprietary tool called The big ideaL™. This is a belief system that drives everything the brand does, where all brand communications are part of an overarching aspirational thought. The big ideaL™ helps us to think about the brand’s ‘worldview’, it leverages beliefs and can become a rallying cry.
A brand with The big ideaL™ has an inherent point of view: a view of how things should be, of how life should be, of how the world should be. It’s not purely functional like a positioning. It’s a belief system that drives everything a brand does and helps it to attract widespread support and ultimately generates demand.
In order to identify The Big Ideal™, we uncover the most appropriate cultural truth - an insight into a trend or tension in the consumer’s cultural environment that provides an opportunity for the brand to address, and then work to highlight the ‘brand’s best self’ - the context in which the brand’s skills and personality are given free rein.
To see The big ideaL in action, click here.
